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Chapter 5- Designing Marketing Programs to Build Brand Equity (Integrating…
Chapter 5- Designing Marketing Programs to Build Brand Equity
Integrating Marketing
Personalised Marketing
Experiental Marketing
Promotes a product by allowing the consumers to experience the product/service. Example: Line store, Pokemon Center
Relationship Marketing
1. Mass Customization
Allow the public to customize their own product. Example: customize shoes on Nike website
2. One to one marketing
The marketer creates a special product just for a certain customer
3. Permission Marketing
Customer has to agree on a term first before the company can offer a product / promote to the customer
Product Strategy
Perceived Quality
How consumers perceive the quality of the product.
Can be measured from performance, features, reliability, and design
Aftermarketing
Customer Service
User Manuals
Loyalty Programs
Pricing Strategy
Value Pricing
Price the product based on the benefits it would give to customers
Effective Value Pricing Method
Price Cost
Product Prices
Product design and delivery
Everyday Low Pricing
Price Segmentation
Segmenting the price based on the target customers. Example: price based on age
Channel Distribution
Design Channel
The channel can be direct or indirect
Direct Channel
Manufacturers sell directly to consumers
Company Owned Store
Store within a store
Others such as through phone, email, etc
Indirect Channel
Push Strategy
a promotional strategy where businesses attempt to take their products to the customers.
Example:Example: offering customers the tester of fragrance .
Pull Strategy
Promotional strategy where business motivate customers to buy their product
Example: Advertisement, promotion, word of mouth
Online Distribution